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© 2019, Conceptable Ltd, London, England

Brand Direction & Alignment

Finding the right emotion

Brand Direction & Alignment

Brand Alignment Consulting for Fashion and Sports businesses

Amazing brands typically have something in common: they know what they stand for, who they are for and why they make a difference to their customers.

In essence, the brand is not only the lifeblood of a business but also what pumps through the vanes of the products you create and sell now and in the future.
When a new brand is created, an old brand is revived, or an existing brand has clearly lost its way, clarity is needed so that everything gets meaning and purpose.

Brands need to trigger emotions with their intended audience. They need to give direction to decisions around product creation. They need to help steer behaviour from design to marketing, from showroom to retail store. The brand provides the reason why.

Who the brand is determines what the product should do, what it should and should not look like, which materials may be used or absolutely avoided, what ethical behaviour everyone involved should display and much more.

Aligning your brand with its vision can have very measurable results across the board. If you find that your customers are not entirely sure what your brand stands for, we can help you to develop, align, clarify and strengthen your offer and message.

Not everyone needs the same approach

Examples of how we can help your business

No two businesses we encounter are at the exact same stage or in directly comparable situations. Our approach is necessarily customised to make sure we get the best result for everyone involved.

What they do have in common is that that they typically are involved in fashion, sportswear, footwear, accessories, homeware or leisure products.

The below three involvement levels may help you to identify what would best help your business.


The first level of assistance we can give is guidance, usually in the form of mentoring, coaching or workshops.

Guidance is most suitable if you are aware that you or your team do have the skills to solve their challenges but may need some direction or affirmation in how to go about it or to get onto the right track.

It is a great way to increase or develop skill sets, either for yourself as a leader or for your team.

Contact us about mentoring, coaching or workshops today.


The second level of assistance we can provide your business is a review. In this swift process we evaluate your current situation and identify where improvements may make the most significant impact and provide guidance and direction in our report for future steps.

A Review is most suitable if you know there is an issue that needs to be resolved but need more detailed confirmation and guidance to get to resolutions.

It is a great way to demonstrate internally and if needed externally how the business could improve and potentially resolve the issues it faces.

Contact us to start a review and get recommendations and guidance for your business.


The third level of assistance we can give is consultancy. This is where we assign one or more experts to actively work with you or your team. Depending on the requirements and goals, the consultancy and team are adapted to make sure they can deliver.

Consultancy is the most suitable option if there are significant skill shortages or lack of resource in relation to the goals that need to be achieved. This could be simply because the result required is beyond of the capabilities of your team or  for instance that there are challenges which need specific attention from someone who has dealt with this before.

Consultancy is flexible and completely adapted to what your business needs, and is always preceded by a detailed discussion to ensure the right alignment.

Contact us about involving Conceptable experts in your business.

Can we help your business?

Reach out to Conceptable to share your challenges. We are just a few clicks away.


To help your business achieve its goals.

Done for you

New products evolve business.


By using licensing to monetise your brand assets.

Not alone:

FASHIONbasecamp and corporate mentoring to guide you.

Take the next step


  • Main Location

  • 1st Floor, 10 Bloomsbury Way, London

  • +44 207 9657579 - Main Office

Open this location in google maps: 10 Bloomsbury Way, London

Our main office is in Bloomsbury, near both Holborn and Tottenham Court Road station. Ideal for the Central, Piccadilly, Northern and Elizabeth lines. We also have hubs at Liverpool Street, Kings Cross/St. Pancrass and Paddington railway stations and can usually be flexible, meeting in any of these locations.

Visits are by appointment only. Other meeting locations are of course possible on request.

Some of the things we talk about...

Blog & News

Adriana Scaringi 13th August 2019
Fast Fashion Sustainability: Supply Management Magazine Interview with Ben Muis

Fast Fashion Sustainability: Supply Management Magazine Interview with Ben Muis

"Putting some more sustainable or less damaging components or fabrics in the collection falls far short of the real-world requirements." Sustainability, fast…

Ben Muis 16th January 2019
16 ways to increase your fashion brand’s profitability this year

16 ways to increase your fashion brand’s profitability this year

If you follow the mainstream news, you could be forgiven for thinking that the curtains are coming down on both fashion brands and the retailers that stock them.…

Ben Muis 21st December 2018
December Giving Final - Age UK supporting vulnerable and lonely elderly

December Giving Final - Age UK supporting vulnerable and lonely elderly

For many older people, day-to-day tasks that many of us take for granted – like getting dressed, using the toilet, making a meal, or getting to the shops – can…

Ben Muis 20th December 2018
December Giving Countdown - Helping the Homeless with the Salvation Army

December Giving Countdown - Helping the Homeless with the Salvation Army

Homelessness is an extremely tough situation to face. If you are not able to come up with solutions to your predicament in the first few days, it is increasingly…